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Seth Godin has written 12 bestsellers that have been translated into 33 languages

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all.marketers.tell.stories

All Marketers Tell Stories

Seth's most important book about the art of marketing

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IN STORES:

free.prize.inside

Free Prize Inside

The practical sequel to Purple Cow

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linchpin

Linchpin

An instant bestseller, the book that brings all of Seth's ideas together.

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meatball.sundae

Meatball Sundae

Why the internet works (and doesn't) for your business. And vice versa.

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permission.marketing

Permission Marketing

The classic Named "Best Business Book" by Fortune.

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poke.the.box

Poke The Box

The latest book, Poke The Box is a call to action about the initiative you're taking - in your job or in your life, and Seth once again breaks the traditional publishing model by releasing it through The Domino Project.

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purple.cow

Purple Cow

The worldwide bestseller. Essential reading about remarkable products and services.

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small.is.the.new.big

Small is the New Big

A long book filled with short pieces from Fast Company and the blog. Guaranteed to make you think.

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survival.is.not.enough

Survival is Not Enough

Seth's worst seller and personal favorite. Change. How it works (and doesn't).

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the.big.moo

The Big Moo

All for charity. Includes original work from Malcolm Gladwell, Tom Peters and Promise Phelon.

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the.big.red.fez

The Big Red Fez

Top 5 Amazon ebestseller for a year. All about web sites that work.

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IN STORES:

the.dip

The Dip

A short book about quitting and being the best in the world. It's about life, not just marketing.

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the.icarus.deception

The Icarus Deception

Seth's most personal book, a look at the end of the industrial economy and what happens next.

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tribes

Tribes

"Book of the year," a perennial bestseller about leading, connecting and creating movements.

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unleashing.the.ideavirus

Unleashing the Ideavirus

More than 3,000,000 copies downloaded, perhaps the most important book to read about creating ideas that spread.

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v.is.for.vulnerable

V Is For Vulnerable

A short, illustrated, kids-like book that takes the last chapter of Icarus and turns it into something worth sharing.

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we.are.all.weird

We Are All Weird

The end of mass and how you can succeed by delighting a niche.

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whatcha.gonna.do.with.that.duck

Whatcha Gonna Do With That Duck?

The sequel to Small is the New Big. More than 600 pages of the best of Seth's blog.

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THE DIP BLOG by Seth Godin




All Marketers Are Liars Blog




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« A handful of tools | Main | Angry is a habit »

Ping me when it's broken

Here's how a storekeeper makes sure the store is working: She sits at the register and watches.

If the line is twenty people long and folks start walking out, she hires another cashier.

If too many people pick up a new product and then put it back on the shelf, she asks for new packaging, or drops it from the inventory.

If there's a line outside in the morning, she opens earlier.

Alas, the same feedback cycle doesn't happen automatically online. You have to build it into your website--if you don't, the silence may confuse you. If you have no idea if people are walking away in frustration, you can't possibly fix it.

This gap is surprising, because the web is a direct marketing medium, and direct marketing is obsessed with measurement. When a direct marketer comes back from the post office, she knows precisely how much she spent, and how many orders ended up in the PO box as a result. The web can work that way (but only if you let it).

Consider the poor airline business, now generating almost all their revenue via online sales through websites that confound, frustrate and perhaps drive people away.

How much does it cost when someone can't figure out how to print the boarding pass that may or may not have been generated? Or is forced to re-enter a form several times because the airline tried to upsell insurance without defaulting to 'no'? Or has to do it all over again because the autoform feature is broken and the site isn't smart enough to understand a zip code? Or my most/least favorite: because the buttons are the wrong size and the wrong shape and color?

It's usually not the designer's fault. It's politics, committees and compromises made in the absence of daily, real world feedback.

What would happen if an audible bell on the desk of the CEO rang every time one of these things caused a ticket to not be sold, or a form to be needlessly reloaded?

What's not working for you--that you're not measuring?

We're good at fixing things once we know they're broken.

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